In advance of ProWein, the annual trade fair in Düsseldorf, Germany set to take place March 15–17, Wine Enthusiast Contributing Editor Anne Krebiehl, MW, spoke with Bastian Mingers, the new director of ProWein and global head for wine & spirits at Messe Düsseldorf. The wine world luminary details his vision for the continued success of the wine industry’s most prominent show.
Your tenure starts with the 26th edition of ProWein in Düsseldorf. Are you excited to return to the world of wine and spirits after a stint in renewable energy?
After having been a senior project manager at ProWein from 2011 until 2015, I am very happy to be on board again.
What is your vision for the 2020 show?
I will continue to follow the previous strategic orientation of ProWein. Over the past 25 years, ProWein has developed into the most important platform of the sector and is the leading trade fair for wine and spirits. We want to expand it even further.
What will be new and what will be different?
Every year, the entire team has the ambition to make ProWein even better. We currently focus on two major areas. First, the increase in high-quality visitor numbers. This requires consistent and strict [visitor] legitimization.
The second is service. We offer numerous services for exhibitors, visitors and the press to make their participation on site easier. This starts with our online service portal and ends with shuttle buses from the fairgrounds to the city center.
ProWein’s business report states that “economic and ecological sustainability has outstanding significance for the future of the industry,” and ProWein 2020 will revolve around the theme of climate change. Why?
The effects are already noticeable and will pose considerable challenges, especially for wine producers, over the coming years. The study reflects the mood in the industry. We survey exhibitors and visitors on important topics; climate change is becoming the focus of attention.
As a specialist in strategic development, where do you want to take the German show—as opposed to its Asian editions—over the coming decade?
In the long term, ProWein in Düsseldorf should continue to be the leading trade fair for wine and spirits and a pioneer for our worldwide satellite events. In Düsseldorf, we set the standards which we later adapt to other countries. This applies to the overall concept such as legitimization and the fundamental understanding of organization and service “made in Germany.”